News Headline | Indian Television Dot Com

Leo Burnett pledges itself to brand belief

Submitted by ITV Production on Jan 09, 2002

Leo Burnett India MD Arvind Sharma

Global recession and changing brand management techniques have contributed to the setting up of a Brand Belief System by Leo Burnett India. The new concept is intended to get more consumers by converting them into brand loyalists by winning their belief in the product.

The agency is investing Rs 20 million over the next six months to implement the system in the country, says MD Arvind Sharma. In addition to training and sensitising of the agency staff to the new system, the investment will cover a minority strategic stake in a new consumer research agency. The agency - Monitoring & Research Systems (MaRS) has been promoted by Raghu Roy, former president of ORG-Marg.

While the concept of Brand Belief has been developed by Leo Burnett over the last three and a half years, MaRS has been working with the Burnett Chicago team to validate their new research tool, Brand Stock, for the Indian market. According to Roy, Brand Stock measures a completely new set of parameters, so far in the domain of ‘soft-issues‘ and could revolutionise the way clients and agencies manage brands. MaRS, says Roy, will be different from traditional consumer research agencies in that it will keep up with changing research requirements of clients and will have a large number of monitoring systems built into it as well.

The Brand Belief System envisages putting the consumer at the center of a campaign, rather than treating him as the end target of an ad, says Sharma. "The only way brands can get consumers to stay tuned in to brands‘ commercial messages is by making a believer out of them", says national director, brand planning, Rajeev Sharma. Quoting global studies, Asia Pacific Regional Planning director John Woodward says a five per cent increase in consumer retention can result in a 25 per cent increase in profits and often even a 100 per cent growth rate.

Hathway set to launch channel for Bangalore

Submitted by ITV Production on Jan 09, 2002

News Headline

Rajan Raheja promoted Hathway Cable & Datacom, a cable TV network in which Star India has a 26 per cent stake, will soon be launching C- Bangalore, a local channel for the city of Bangalore.Though officials would not put a definite date for the launch, if all goes according to plan, C- Bangalore is expected to star airing before the end of next week. The channel, to be broadcast through Hathway?s cable network, will be exclusive to subscribers in the city. Hathway claims a strong presence in Bangalore with a substantial market share in the city.

Programmingwise, the channel?s main focus will be on local & regional content. Its 16 hours of programming daily will have three movies daily in Tamil, Kannada and Hindi supplied by Hathway‘s own library. C-Bangalore also plans to have live programmes like talk shows & music shows. These will be interactive in nature with the viewer getting to put forth his requests and questions online.

Channel telecast will be from Hathway?s headend located at Shree Complex, St. John?s Road in Bangalore. This state of the art head end went operational in August 2001, officials say. The headend provides more than 75 channels to the entire city with a single headend infrastructure backed with a fiber optic ring.

Hathway also provides broadband internet (Hathway Cable Internet) through its network and has more than 1,000 cable Internet subscribers in the city. The service is being made available to corporate houses, educational institutes, cyber cafes, SOHOs & residences. Currently Hathway?s Internet service is available in Koramangla, Fraser Town, MG Road, Cook Town, Ulsoor, Basavangudi, Jayanagar, & Banashankari areas of Bangalore.